Dr. Michael Polster, SVP at National Analysts Worldwide writes in the Financial Times here regarding neuromarketing, "At the moment, then, marketers - not consumers - are at risk of being seduced by a fledgling idea that is neither fully validated nor fully understood, rather than relying on tested market research techniques that have helped launch and sustain virtually every mega-brand in existence today."
Friend and colleague Franz Dill is engaged at Buyology, folks driving neuromarketing based on Martin Lindstorm's book "Buyology: Truth and Lies About Why We Buy". See company here. See Franz's blogs on neuromarketing here.
1 comment:
I have yet to hear of a case of a company using only neuromarketing to make decisions, nor have I yet spoken to any well-established neuromarketing firm who believes that neuromarketing is a replacement for other forms of market research. It is another tool in the box that can reveal important insights that can't be gleaned from traditional market research alone.
So that would be a "yay". ;)
Post a Comment